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Published on Sep 15, 2016
Belita comes home to Enrich salons, the five city, fifty-six salon chain, whose consistently high service experience has been acknowledged in the ‘Best Regional Salon Chain’ award consecutively for the last four years.
Both Enrich & Belita have been pioneers, one in the salon segment and the other in bringing salon services at home. Both focus single-mindedly on Customer Experience; both share the vision of future of beauty services as being a vertical play rather than a horizontal one.
The first to recognize and service the need for professional beauty services at home, Belita has spent the last five years constantly improving the customer experience of beauty services at home delivering over 1.25 lakh services and counting. The result is an eco-system of proprietary processes, trained therapists and curated services and products that only keeps getting better.
This is exactly what Enrich has been pursuing at salons and that is why they saw the opportunity to combine the two leading to enrich acquiring Belita in an all-stock deal.
What this means is that Customers will now enjoy the service experience that Enrich is known for at their salons at Customers’ home, using Belita’s in-home service delivery expertise.
Belita will become the home-Salon brand of Enrich and shall deliver Enrich quality experience to customers. Full team of Belita will continue to operate Home Salon vertical with a new menu enhanced with exclusive products and elaborate training devised by experienced Enrich team. Enrich Salons multi city presence and strong operations will boost the growth of Belita by leveraging all Salons as operating hubs for Belita.
Belita – “Enrich Salon Comes Home” shall start operating from some pockets of Mumbai and shall expand to cover Mumbai, Pune, Ahmedabad and Bengaluru in the next few months.
Sharing the development, Vikram Bhatt, Founder of Enrich Salons said, ‘There’s a great synergy between the two brands and business models. Enrich is creating additional convenience for its loyal customers which is a big factor, by adding home services through Belita under its umbrella’
Garima Jain, Founder of Belita had this to add. ‘Belita was first off the block in bringing professional salon services home. This has given us a first learner advantage in this domain. And now scaling up with Enrich Salons, I believe is the best way forward in establishing Belita as the dominant brand in the home segment’